TY - JOUR 
A1 - Martí Parreño, José
AU - Sanz Blas, Silvia
AU - Ruiz Mafé, Carla
T1 - Spanish teenagers´ attitude and acceptance of mobile advertising
Y1 - 2012
SN - 2165-3240
UR - http://hdl.handle.net/11268/4128
AB - The aim of this research is to test the main message-driven factors influencing consumer attitude and acceptance of mobile advertising. A conceptual model is developed – and empirically tested to examine the influence of four message-driven factors (informativeness, ubiquity, frequency,
and personalization) as antecedents of consumer attitude and behavior towards mobile
advertising messages.
KW - Publicidad - Estrategia
KW - Publicidad
KW - Comunicación de masas
LA - eng
ER -